Chiang Mai, June 4, 2025 – The Tourism Authority of Thailand (TAT) unveiled its Thailand Product Update at the Thailand Travel Mart Plus (TTM+) 2025. Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications, outlined the nation’s tourism strategy and product developments with a focus on sustainability and high-value experiences.
“Thailand’s tourism direction for 2025 is clear—we’re creating high-value experiences rooted in culture, wellness, and sustainability,” said Mr. Nithee. “This is not just about growth in numbers, but about enriching every journey and ensuring tourism benefits both visitors and local communities.”
Aligned with the Amazing Thailand Grand Tourism and Sports Year 2025, new measures such as relaxed alcohol regulations and an online Arrival Card aim to enhance visitor experience. The update also highlighted wellness tourism inspired by Lanna heritage, including traditional treatments like Tok Sen massage.
The strategy emphasizes regional strengths in wellness and medical tourism. Northern Thailand offers yoga and Lanna-inspired spa treatments at locations like Fah Lanna Spa. In Central Thailand, venues such as The Soul combine traditional therapies with integrative approaches.
Gastronomy remains central to Thailand’s tourism identity. The Michelin Guide Thailand 2025 lists over 400 restaurants, including Sorn with three Michelin stars. Initiatives like “Wellness on a Plate” promote health-conscious Thai cuisine using local ingredients.
Chiang Mai strengthens its role as a cultural destination with projects like Lannatique by AWC and the Blue Jasmine Rail Journey offering luxury travel from Bangkok to Chiang Mai.
Thailand’s green agenda progresses with destinations part of the Green Destinations framework. Nan Old Town received Asia’s only Gold Award this year. The Krabi Prototype model promotes low-carbon community-based tourism.
Safety measures are being enhanced across the country’s tourism infrastructure by the Ministry of Tourism and Sports.
Cultural events will maintain engagement throughout the year, including Pride Month celebrations and international music festivals like Summer Sonic Bangkok.
Sports tourism is integral to Thailand’s soft power strategy with events such as ONE Championship Muay Thai series set to take place.
TTM+ 2025 hosts 406 international buyers—35% attending for the first time—and features 450 seller booths. It aims to generate over 13,000 business appointments resulting in approximately 4.2 billion baht in revenue while incorporating sustainable practices like carbon tracking.
As of this year, over 14 million international visitors have traveled to Thailand from key markets including China and Malaysia.